Fashion Brands Exclude "Stumbling Block", Win Trademark War And Enter New Market.

More and more international fashion brands are targeting the Asian market, but it is not so easy to March smoothly. First of all, there will be a war in the trade mark.

Italy clothing brand Diesel is ready to open up Malaysia.

But there is a stumbling block: a local company has sold jeans and T-shirts in the name of Diesel.

Diesel's trademark was registered in Malaysia in 80s twentieth Century, and later became an Asian brand Bhd.

The local company sells sand washed white jeans and T-shirts at a price ranging from 20-37 US dollars to US dollars.

This has baffled Italy's Diesel.

Diesel was founded by Renzo Rosso in 1978 years. Since 1991, the slogan of "successful life" has been launched. Its exquisite handwork and careful design make its price very high. Jeans usually sell for more than 130 dollars, and T-shirts cost 45 to 150 dollars.

"People all over the world can buy (Italy brand) Diesel, in addition to Malaysia," said Alessandro Bogliolo Bogliolo, chief executive officer of Diesel.

"I am really sorry."

He predicts that Diesel will enter Malaysia and Indonesia this year. These two markets can generate annual sales of US $100 million, or occupy a high percentage of units in the global sales of more than 10 billion billion.

Ten years ago, the Malaysia local company challenged Italy Diesel to sell leather handbags in Malaysia. Now it is on the way to Italy, Diesel, to enter Asia, a promising market.

Diesel Italy is appealed to the Malaysia high court for their own use.

The name sells clothing and shoes locally, which will not damage the brand of the Asian brand.

Trademark wars are also staged in China.

The first brand that won the trademark war in China is the American men's clothing Michael Bastian.

The Trademark Review and Adjudication Board of China (TRB) decided that the trademark registration of the third party organization was invalid. Michael Bastian obtained the right to use its brand and plation name in China, and ended the dispute that lasted for 5 years.

Bastian lawyer said that this gave "foreign brand confidence to enter the Chinese market".

Despite the pride of the American brand, TRB's decision will not change anything.

The decision is only because the rival of Michael Bastian is a notorious institution, which has registered 120 trademarks but has nothing to do with these brands.

If the Chinese trademark owner of Michael Bastian is a little bit tied up with the fashion apparel industry, this person can still be held in ten to nine.

There are still many foreign brands in China, which are constantly entangled in China, such as Sotheby's auction house (Sotheby), pop singer Britney Spears, NBA star Michael Jordan and Kobe Bryant.

The trademark war in Asia is becoming more and more intense because it is a market of great concern.

Ravindran Associates partner M. Ravindran, a Singapore lawyer who specializes in intellectual property rights, said that the global brand "wants to act in these countries because it is more and more important for them to protect their bottom."

The Fourteenth International Licensing exhibition, held in Hongkong in January this year, attracted more than 20 thousand and 800 brands from more than 100 countries to participate in the exhibition, an increase of 5.6% over last year, making it the largest authorized exhibition in Asia.

Many brands of fashion life and clothing are also involved.

With the development of the middle class in Asia, they are more willing to buy famous brands and high-quality services than ever before to show their personal taste.

Therefore, the demand for brand licensing and franchising is increasing.

Among the international authorized industries, fashion life and clothing sales were the highest, reaching 57 billion 300 million US dollars in 2014.

This exhibition of fashion has a classic life.

The brand includes Cosmopolitan publisher Hearst and so on.

Hearst publishing and international licensing director Adam Cooper said their group will soon open their brand coffee shop in the UAE, which may be more successful than the development of fashion life licensing business in Asia.

Governments also pay more attention to the protection of intellectual property rights.

Through the World Intellectual Property Organization monitoring a system, a brand can register a trademark at more than 100 administrative jurisdictions at the same time.

More and more countries, including China, are tightening laws on intellectual property rights, making it easier for companies around the world to protect their brands.

Bharat Dube said, even so, the implementation of the trademark law is very uneven in Asia.

He is the chief operating officer of Strategic IP Information, which advising Diesel and other Western brands on intellectual property issues.

In China, the hot new "new brun" was fined 16 million dollars last year.

The Chinese subsidiary of the New Balance company has been convicted of infringement by the Chinese court and is prohibited from marketing the name "new Baron", because the brand has been registered in China.

New Balance's senior intellectual property consultant, Daniel McKinnon, said the shoe factory had attracted two lawsuits.

In trademark disputes, real gold and silver are often more vulnerable than resorting to law.

In 2012, the Apple Corp paid $60 million to an electronic company, Proview, to buy its iPad trademark in the mainland.

At that time, some commentators thought that the money was only a small part of the cost of apple in the dispute, but ended a long struggle.

Proview registered trademarks of iPad in several countries at that time.

In Indonesia, POLO shirts similar to Polo Ralph Lauren brands can be seen everywhere because some local companies have registered the brand's deformed trademarks.

Ralph Lauren said that while seeking to enter the market, they are making every effort to protect and strengthen their intellectual property rights.

PT PrimaJaya Pantes Garment, an Indonesian company, said it had no intention of hitchhiking, making use of the reputation of Ralph Lauren.

The company said the logo of PrimaJaya is different from that of Ralph Lauren, and there is a polo player riding on the horse between the letter "PO" and "LO".

Harley Lewin Lewin, partner of McCarter & English, a law firm, says that people who embezzle trademarks often hide their identities through offshore shell companies, making it difficult to prove to the court that they are malicious registered trademarks.

Some experts believe that, at an extreme time, a genuine brand may need to buy millions of trademarks through the third party, or leave the fast-growing market directly.

Mr. Bogliolo, chief operating officer of Italy Diesel, said, "we want to sell freely in this market."

Foreign fashion brands are keen to develop the Asian market. Whether the future trademark wars can make chips for them is still unknown.